Referral Marketing. Keys to making referral marketing work for your medical practice!

Transcription

1 Referral Marketing Keys to making referral marketing work for your medical practice!

2 Hey Shug, ut we can t go another day without speaking the truth about a very important topic: referrals! Utilizing the power of referrals is one of the most important aspects of growing your practice. It is pretty much a recipe for instant growth. So if your practice isn t working to encourage referrals (a.k.a. referral marketing), you are missing out on a major channel of new revenue. Y all hear? Now since everything is sweeter in the South, we want to make sure your medical practice is being polite and gracious when it comes to handling referrals after all, they re even better than sweet tea on a summer day!

3 What is referral marketing? Ultimately, individuals who like you want to help you! Patients want to share their positive experiences with friends and family. So while sometimes a referral happens naturally, people get busy. It s not { always top-of-mind. Referral marketing simply helps to keep the act of referring you top-of-mind for your patients. By taking time to be nice, it reminds others to do the same. At Virginia Creative Group, we think this goes far beyond referrals to your medical practice it can also spread a wave of gratitude

4 Does referral marketing actually work? Goodness gracious, does it ever! Numerous studies show that when it comes to sales and conversions, referral marketing is by far one of the most powerful forms of marketing because: People trust the opinions of the people they know (whether the opinion is shared in-person or online). People also trust the opinions of people they don t know (especially when the opinion seems genuine)! personally Referral marketing is extremely targeted; your patients know their friends and whether or not they d be a good fit for your practice. People are willing to pay more for something that is strongly recommended! Referred customers are less likely to leave! Since you re reading this, you must be a polite Southerner. And if you re a polite Southerner, we can pretty much guarantee you re already doing referral-worthy work. (We only work with medical practices that are patient-centered.) It s our job at Virginia Creative Group to help polite Southern medical practices to graciously utilize the many referral channels available, including: Family & Friends Colleagues & Professionals Social Media Platforms Online Reviews

5 Where does referral marketing fit into the rest of the marketing mix? After a prospective patient receives a referral, they re going to look at your website for more information. Does your website reflect what their friend/coworker said about you? When the information they find aligns with what the referrer said, trust grows and the deal is sealed. Now, we re going to share the keys to successful referral marketing programs.

6 { The 7 KEY ELEMENTS OF PATIENT REFERRAL MARKETING Let s get started with the most important element

7 #1 thank you notes Handwritten { If one of your patients refers a new patient to you it s like they handed you thousands of dollars. We sure hope you re thanking them, Heart BLESS YOUR This doesn t just mean a verbal thank you. We re talking about something more old-fashioned than that a handwritten thank you note! As our Southern mamas and daddies taught us, if someone drops off a basket of money at your door, you send a thank you note!

8 At Virginia Creative Group, we know our way around online marketing. Heck, we everything online! But For crying OUT LOUD! When it comes to patient referrals, a handwritten thank you note should be the first step in every medical practice s referral marketing strategy. k yo n a h T Thank you! u! IT COSTS YOU A FEW MINUTES AND A STAMP. Where are your manners?

9 #2 Oops gifts No matter how hard we try, some days just don t go as planned. or these situations a small gift can speak a thousand words. Whether it s a coffee mug with a gift card, a t-shirt or a mouse pad, a bit of swag can turn frustration into appreciation. For example, when a patient has been waiting far too long, give them a gift and say, I m so sorry! The doctor is running behind schedule because of an emergency this morning. Here is a token of our appreciation for your patience. sorry! While this frustrated patient might have used the wait time to write a negative review with their smart phone, they will instead have feelings of goodwill. It s a simple show of respect and appreciation for their time and patronage.

10 #3 Touch Staying top-of-mind is essential. We recommend sending a quarterly that shows up in your patients inboxes. You can use these to announce good news, feature a success story or share helpful tips or holiday greetings. This touch should remind patients of all the avenues by which they can engage with you, SO BE SURE TO: link to your blog, website and social media channels.

11 #4 Social media Engaging with your patients is essential and social media is a place where people go to engage. It can keep you connected to patients on a daily basis and continue to build and reinforce relationships. We recommend you post 5 days a week on all major platforms using relevant hashtags and engaging topics. If you are blogging (here s why you should be), your content should also be shared via your social media channels. If you don t have time to manage your practice s social media, connect with us.

12 #5 Voice Your patients should feel that they are hearing from the same voice or person in each communication. This is your brand voice, and it should run through all of your communications. A positive, consistent, authentic voice that always reinforces your practice s core values helps to build and strengthen relationships. Need help defining your brand voice? We can help. Your brand voice.

13 #6 Consistency If tips 1-5 are followed on a consistent basis, you will see a drastic increase in referrals. If your efforts are sporadic or watered-down, the results will be, too. Consistency is critical.

14 #7 Thankfulness You appreciate your patients show them, DADGUMMIT Pick a random day each month to give thanks to your patients! YOU CAN: Post a THANK YOU message on social media, decorate the office with balloons, serve food and play fun music! When patients show up, give them a gift!the surprise appreciation will make their day. At least once a year, invite all of your patients to an appreciation day. Whether you rent an amusement park or movie theater, or simply invite them to your office for a party - the idea is that you invite your patients to show up and have fun!

15 { The 6 KEY ELEMENTS TO DOCTOR REFERRAL MARKETING

16 Don t forget that patient referral programs aren t the only type that bring new patients to your door. Doctor-to-doctor referral programs do too... Lord willing and the CREEK rise. don't Do you already have a doctor-to-doctor referral program in place? tips to help make it even better.

17 #1 Sit on the porch Sure, practices like donuts, chocolates, flowers and gifts. But the key is not just to give a gift. It s to have a relationship. Success really comes down to who is delivering the gifts. Is this person a permanent part of your practice? Someone who s there when the referring practice calls? Think of practice-to-practice relationships just like sitting in a rocking chair on the porch and having a conversation. So whether you re bringing bundt cakes or watermelons, the key is walking in that front door, having a conversation and establishing a genuine relationship.

18 #2 Ask this very important question How can we better serve you? As a medical practice, you are in the business of providing care and service? Don t forget this when it comes to your colleagues! While sometimes it may be enough to say to a colleague, gimme some sugar. long term referral relationships come from a much deeper place one in which you provide service. The relationship builder at your practice must regularly ask this question (while sitting on the porch): How can we better serve you? By opening yourselves up to a dialogue about how your practice can better serve your colleagues and their patients, you can build relationships that are much stronger than donuts, flowers and gifts.

19 #3 Have events for doctors and their teams Strong referral relationships aren t just about your practice s relationship-building, bringing gifts and asking important questions. It s about the doctors seeing and connecting with you, their colleague! Every few months host a lunch, a continuing education workshop or a happy hour. Face time with your colleagues will keep the relationship and the referrals strong. Events are gentle reminders that say Y all come back now ya hear?

20 #4 Send handwritten with birthday signatures! cards Acknowledging birthdays makes people feel good plain and simple. Send your colleagues personalized birthday cards. The most important part is that they re And Lord have mercy, put in a little effort write something nice inside! Show you re taking a little time to recognize and celebrate your colleague and they will take some time to recognize and celebrate you (by way of genuine referrals). At Virginia Creative Group, we create awesome birthday cards that are branded for your practice so your colleagues will enjoy and remember them!

21 #5 Say farewell to form letters You might be thinking, Impossible, there s no time for this! We say, Y'all HUSH Have you ever seen the way a doctor reacts to a personalized letter about a patient from another doctor? We have. And we ll just say the doctor was blown away. We know this isn t possible all the time, but an occasional non-form letter updating a referring doctor about a patient will really get noticed. You bring a personal touch to your patients. Once in a while, let the doctor who referred that patient know about it.

22 #6 Be consistent So you ve done these things a few times but your What in the SAM If these elements are done consistently, you will see a drastic increase in referrals. Consistency is critical! Keep a spreadsheet, set up alerts, whatever it takes. Need help staying consistent? We d love to help.

23 Need a partner who can help you leverage the power of patient referrals? ontact us today

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